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Contrarian Thinking

A Compass for Chaotic Markets

May 2, 2025
4 min read
“The best way to predict the future is to create it.”
Peter Drucker

-Peter Drucker

At the start of the year, we asked a simple question:

What are America’s small business builders actually thinking?

We thought finding out would be a quick project.

We were hilariously wrong.

But hundreds of surveys, dozens of interviews, and 70+ pages of insights later, we ended up with one of the most detailed looks ever at Main Street business trends.

2025 State of Main Street Report

Click HERE to get the report now

Small businesses employ 46% of the workforce and create 64% of new jobs. If you care about where the real economy is headed, this is required reading.

Yeah, we probably should’ve charged for this... Too late now. You can grab a copy today, totally free, by clicking here:

State of Main Street 2025 Report

BUT before you dive in, it’s worth understanding the tectonic shifts shaping it all.

In fact, you should think of this report as a wake-up call, and here’s why…

The Maps Are Broken

500 years ago, a bad map got you eaten by sea monsters. Today? It gets you $200k in debt, an unpaid internship, and a life of renting.

You can see people feeling it everywhere.

For a long time, the obvious paths worked. College. Career. Home. Retirement. Follow the steps, reach the dream.

But the terrain shifted fast. Now college seemingly comes with 10x the debt and none of the certainty. The corporate ladder? Missing rungs. Housing? Good luck.

The old maps don’t match the new world. And while most are still waiting for the routes to reappear… Others aren’t.

They’re just building.

No permission. No perfect timing. Just forward motion, and a new map of their own.

Just build meme

In a tightening, shapeshifting economy, the winners won’t be the polished or pedigreed.

They’ll be the ones who know how to move without a map.

The good thing is there’s a navigation tool for doing exactly that… A simple compass for finding your way when the terrain shifts:

The 4 directions of ownership

The 4 Directions of Ownership

These aren’t personality types. They’re practical, learnable skills.

  • North: Build. From nothing to something — product, team, business, system.
  • South: Sell. Persuade. Connect. Deliver value.
  • East: Lead. Set the vision. Own the outcome.
  • West: Fix. Spot the cracks. Solve the problem. Keep it moving.

Master one, and you become relevant. Stack a few, and you become resilient. But no matter what, you’d better be pointed somewhere.

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You Won’t Find This Playbook on LinkedIn

When the old maps stop working, most people:

  • Drift.
  • Wait.
  • Hope someone else figures it out.

Anna didn’t do any of those.

After a decade in military intelligence, then running a CrossFit gym and a tech startup, she realized she wasn’t looking for another ladder to climb — she wanted ownership.

“I knew there had to be a better way to approach entrepreneurship,” she told us. So inside the Contrarian Community, Anna bought not 1, but 2 businesses: Davis Brothers Heating & Air Conditioning and The Wholesale of Indiana.

A team of professionals posing in front of company vehicles, showcasing the hardworking individuals behind the business.

“I didn’t just dip my toes in, I dove headfirst into the deep end.”

Now she’s creating jobs, growing revenue, and helping rebuild a local economy. It’s not easy, but she’s also not alone. Anna’s part of a bigger shift — a wave of owners refusing to drift.

Owners like Anna aren’t waiting. Not for maps. Not for permission. Because they know one simple truth: You don’t wait for the future…

You build it.

This is just a glimpse of Anna’s playbook. In the full 2025 report, she shares her predictions for the year ahead — and she’s not the only one.

Inside, you’ll find data, stories, and strategies from hundreds of builders buying, growing, and scaling on Main Street.

Get it here:

Click HERE to get the report now

Team Contrarian
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DOPAMINE HIT

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The information contained here is educational, may not be typical, and does not guarantee returns. Background, education, effort, and application will affect your experience and the profitability of any business. Individual results may vary.

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